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Television Advertising for Business Law Firms
April 01, 2004
Advertising has been a consistent and critical component of Minneapolis-based Leonard, Street and Deinard's marketing plan for years. Currently a 180-attorney firm, in 1998 Leonard, Street and Deinard was one of the first business law firms in the Twin Cities to introduce a print advertising campaign, which ran primarily in local business and legal publications. As we looked to 2004, we knew we had to do something to break through the clutter. At the same time, we wanted to maximize the impact of our advertising communications while minimizing costs. Our advertising agency returned with an ambitious plan. They recommended that we no longer advertise in business and legal publications, instead concentrating our media buy in two new areas: a print media buy in the local business daily newspaper, and a television ad campaign. To say we were taken aback by the second recommendation is an understatement.
Getting Wired: Niche Alternatives for Distributing Your Firm's News
April 01, 2004
These are questions many industries have been asking themselves about the larger wires, and the legal world is starting to as well. The large wire services definitely have their place in the world of media relations. But, let's face it, you're not Microsoft. And, the legal news business can be a small world. There are only so many legal trades. In the wider media universe, most reporters and editors do not go to the big wires looking for story ideas or sources. In general, those releases issued on the big wires spin a corporate message, and are too processed to be of assistance to a reporter covering a particular legal issue. So, if the larger wires won't get you the media attention you want, what will?
The Branding Bandwagon is Losing Its Wheels
April 01, 2004
A recent article in a legal publication stated, "there's a growing realization that money spent on branding campaigns hasn't paid off," referring in particular to the branding efforts of some large law firms. If this is true, what should your firm do about it? Should your firm jump on or off the "branding bandwagon"? How did branding become so prevalent?
Many Marketers, Many Styles
April 01, 2004
There are several schools of thought in the broader law marketing community about how lawyers can ' and should ' market effectively. In fact, entire courses are taught to provide lawyers with a consistent framework for marketing. These are all well and good, but it is important to remember that lawyers have different personalities and, with that, different styles of marketing.
Cases of Note
April 01, 2004
CA Court of Appeals Decision on DeCSS A Setback to Movie Industry Striking a blow to the movie industry, a California Court of Appeals has reversed a preliminary…
CAN SPAM Act Not Up To Snuff
April 01, 2004
I'm sure by now you've noticed the difference. Your in-boxes are no longer cluttered with e-mails telling them about inexpensive sources for Viagra, Vicodin or Valium. Since the beginning of the year, you haven't seen an e-mail about online gambling, pornography or fabulous real estate deals. In short, in-boxes are now spam-free. If this seems like a pipe dream, that's because it is. Unfortunately, the reality of living with the Controlling the Assault of Non-Solicited Pornography and Marketing Act of 2003 (the CAN SPAM Act) is quite different. While the Act only went into effect at the beginning of 2004, many are already suggesting that it may be time to can it.
Net News
April 01, 2004
British Music Industry Takes Aim at Net Song Swappers The British music industry recently announced plans to issue legal warnings to the nation's most…
Personal Jurisdiction, the Internet and the Marx Brothers: Is There Life After <i>Zippo</i>?
April 01, 2004
Despite some suggestions to the contrary, the rise of the Internet as a business tool does not portend the end of limits on personal jurisdiction. The cyber-sky is not falling. Rather, the courts are finding that the Internet merely provides another vehicle (albeit an electronic one) through which a party may purposely avail itself of the privilege of conducting business in a foreign state and thus subject itself to jurisdiction in that state. In some recent cases, the federal courts have analyzed the characteristics of this relatively new and expanding technology under the Supreme Court's existing personal jurisdiction precedent. Instead of changing the personal jurisdiction standard, which is grounded in the Constitution, the courts have applied the existing personal jurisdiction standards to Internet activities.
Can Screen Shot Use Create Libel?
April 01, 2004
A Philadelphia company is suing the <i>New York Times</i> for libel by claiming that the newspaper harmed its reputation by using an image from the company's Internet site.
Business Crimes Hotline
April 01, 2004
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